Colin Campbell, Kirk Plangger, S. Sands, Jan H. Kietzmann, Kenneth Bates
{"title":"How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry","authors":"Colin Campbell, Kirk Plangger, S. Sands, Jan H. Kietzmann, Kenneth Bates","doi":"10.2501/jar-2022-017","DOIUrl":null,"url":null,"abstract":"Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2022-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/jar-2022-017","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 7
Abstract
Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.
期刊介绍:
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.